Why Is Everyone Wearing Brown?

The reality of understanding influences on colour trends is much deeper than you might expect - there are prominent cultural, psychological, economic and technological factors all at play here. So, what has led Pantone to selecting “Mocha Mousse” as the colour of 2025.

To understand why brown has dominated the fashion scene this year, it’s helpful to first dissect a bit of colour theory. Although there are many layers to it, including the colour wheel and colour harmony, there is also a big emphasis on colour psychology - specifically, how colours make us feel. 

For example, the colour red is known to increase heart rate and grab attention. Thus, it’s deployed for stop signs and advertising sales. Blue on the other hand, one of the most universally liked colours, is often used to sooth or demonstrate trust. Research shows that the colour blue can actually boost relaxation. You can see blue being used professionally by tech companies or banks to convey reliability (i.e. Facebook, PayPal) or to signify stress reduction (i.e. meditation or mental health apps like Calm). 

Now that we know certain colours ignite different psychological responses, it’s interesting to draw links between events in the world triggering affinities towards certain colours. For example, the 1940s saw a post-war influence of olive green, due to the WWII military uniforms. Utility clothing and workwear became extremely popular on both the runway and in day-to-day fashion. Coinciding with this, red lipstick became a patriotic symbol for women in the workforce (i.e. Rosie the Riveter) worn by Hollywood icons like Marilyn Monroe and Rita Hayworth. The mid-90s brought the rise of Apple and the Internet, where you saw clean and futuristic designs with minimalist colours such as white, beige and gray coming into play. Fast forward a few years into the early 2000s and the “it girl” culture embraced hyper-feminine and Barbie-like fashion featuring hot pink and glitter. 

This leads us to wonder, what about 2025 is giving ‘brown’? Well, going back to Pantone and their colour of the year selection, these designations have been going on since 2000 and aim to “express a global mood and an attitude.” These annual awards have become a hallmark of design, fashion, and everything in between. 

As Pantone describes, “For 2025, the Pantone Color Institute selects PANTONE 17-1230 Mocha Mousse, a warming, brown hue imbued with richness. It nurtures us with its suggestion of the delectable qualities of chocolate and coffee, answering our desire for comfort.”

This year, like many others, brings its challenges - economic uncertainty, environmental struggles, political polarisation, and tech overload, with a big question around AI’s emerging impact on society. Brown supposedly gives us psychological warmth and nostalgia, with an ‘analogue’ feel, supporting us in a ‘digital detox’ during an age of over-stimulation. There is a natural attraction to the organic, giving us calming tones that feel real and reliable. 

So, as we navigate the complexities of 2025, with a desire for stability, it’s no surprise that we’re drawn to a colour that feels so inherently grounding. Brown, with its warmth and familiarity, offers a quiet refuge from the noise of modern life, reminding us of the simple, tangible comforts that keep us anchored. Fashion or otherwise, embracing this earthy hue might just be a small but meaningful way to find a sense of calm. So, will you be wearing brown this season? And if you do, take a moment—how does it make you feel?

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